Are you using management information to improve customer communications?
How often do you review the management information (MI) in your customer communication management (CCM) platform?
We know what it’s like. You get wrapped up in the day-to-day work of planning, creating and delivering thousands of messages to your customers, and the MI becomes the very last thing on the to-do list.
It’s easy to neglect MI and analytics about your customer communications, but in this post, we’re going to explore the value of establishing processes for tracking and acting on your MI.
What is MI?
The management information that your CCM solution provides depends on the platform you use, as well as how it has been configured for you.
But in the DocCentrics platform, our users can see how many messages are in the pipeline, as well as how many have been dispatched. You may also be able to track how many messages don’t reach their recipient, and how many messages are opened.
This information is designed to help you manage your customer communications, address any issues that arise, and identify trends that emerge. By keeping an eye on MI, you can improve your customer communications and deliver a better customer experience.
Who is responsible for monitoring MI?
A useful first step in using MI to your advantage is to identify the person (or people) responsible for monitoring MI, as well as what their responsibilities include. For example, they might need to report on MI weekly and identify any changes, trends and issues monthly. You might create a plan for escalating issues uncovered in the MI, such as if critical KPIs are missed.
No use if not used
Management information is useless, unless it is used. The data itself has no value until it is interpreted and acted upon. This is why your nominated MI manager should do more than simply copy and past the MI data from your CCM platform into a PowerPoint slide; the data should be examined so that lessons can be learned. What do the numbers reveal?
If used correctly, the MI from your CCM platform can help you identify opportunities to improve the customer experience (CX). For example, you might discover that many messages are being sent later than intended. Or you might find that a high percentage of messages are bouncing – or just not being opened.
These insights can suggest changes to your messages, your delivery methods, or your CCM platform. MI can help you fine-tune processes and systems, so you achieve better outcomes – but only if the MI is gathered, reviewed and interpreted. Whoever reports on MI should also be required to suggest improvements and changes to address issues they discover.
MI as a compliance shield
Your management information may be an essential component of your compliance reporting. For example, you may need to show that customer policies or bills are sent within a certain timeframe. MI gives you an easy way to monitor these stats and ensure that compliance targets are always met.
GDPR and MI
One change that the new General Data Protection Regulation is bringing is an increased responsibility to report data breaches as soon as they are discovered. MI may be another useful weapon in the hunt for anomalies and changes in communications which may indicate a data breach, hack or malicious interference.
DocCentrics and MI
Want to know more about the MI available in the DocCentrics Customer Communication Management (CCM) platform? Talk to one of our advisors today about our platform, and how it can help you improve the customer experience while also reducing your costs.